Donrad Duncan's Ma.Strum is making waves in what is being touted as the future of fashion - practical menswear that is truly useful. Duncan takes a nearly scientific approach to fashion, looking to aerospace, chemical industry, and even nature for ideas. Duncan is revolutionary in that he views fashion as a product made up of fabrics that can serve a day-to-day purpose - lighter material, sweat-wicking design, and light-emitting fabric are among the tools he is using for the new menswear market.
Unsurprising? Boring even? Perhaps this is a commentary of the current state of the fashion industry, as it continues to evolve beyond catering to an elite, select customer set. As Duncan comments, his goal in fashion design is the user, not a customer. The user is one that will practically use the product daily as he rushes to work for a meeting in wild winter weather, not sashay in some impossible creation that will later hang in the Smithsonian as a work of art. Don't get The Fashionomist wrong - such "art pieces" have an important place as well. But Duncan's focus on the fashion of the common man is yet another plus point in the power of the people in influencing fashion's direction. From the year of cheap chic's meteoric rise to an era where the masses dictate fashion design, fashion is in the midst of upheaval where costs are tumbling down in favor of those that will make the most use of fashion for its prime use: to clothe oneself against the elements and as a means of propriety in society.
Ma.Strum's technical outerwear is quite expensive as of yet (some pieces run at 2000 British pounds) but the underlying mission of Duncan's line is powerful - what would a man wear that will be comfortable and useful?
*The Fashionomist*
